STUNTBRAIN by Saatchi & Saatchi Brussels for UNIVERSITY OF GHENT

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STUNTBRAIN

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Industry Colleges, Universities & Education Centers, Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Saatchi & Saatchi Brussels
Creative Director Jan Teulingkx
Art Director Stijn Klaver, Lennert Vedts
Copywriter Bouke Zoete, Raf De Smet
Illustrator Sébastien Bontemps
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: UNIVERSITY OF GHENT
Product/Service: HIGHER EDUCATION
Agency: SAATCHI & SAATCHI BRUSSELS
Date of First Appearance: Feb 22 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI BRUSSELS, BELGIUM
Entry URL: http://www.stuntbrein.be
Creative Director: Jan Teulingkx (Saatchi & Saatchi Brussels)
Copywriter: Bouke Zoete (Saatchi & Saatchi Brussels)
Copywriter: Raf De Smet (Saatchi & Saatchi Brussels)
Art Director: Stijn Klaver (Saatchi & Saatchi Brussels)
Art Director: Lennert Vedts (Saatchi & Saatchi Brussels)
Interaction designer: Marlies Deforche (Saatchi & Saatchi Brussels)
Illustrator: Sebastien Bontemps (Saatchi & Saatchi Brussels)
Project Manager: Nicolas Pignatelli (Saatchi & Saatchi Brussels)
Planner: Wendy Galle (Saatchi & Saatchi Brussels)
Media placement: Print - Knack, Metro, Humo - 23 Feburay 2010
Media placement: Radio - Studo Brussels - 1 March 2010
Media placement: Postering - Campus Media - 22 February 2010
Media placement: Internet - Netlog, Studio Brussels - 26 February 2010

Describe the brief/objective of the direct campaign.
Objective of the campaign was to enforce the image of the University of Ghent as a university for people who “Dare to think”. With this campaign we wanted to put the baseline “Dare to think” into practice. Current and future students (and other interested) could win one year of free studying at the university (subscription fee, residential studio for one year, bike, mobile phone, one meal a day, movie theatre tickets, etc.). In order to win, you had to stunt with your brain and solve the 4 intriguing challenges/brainteasers we spread around the city center (in the form of installations)

Explain why the creative execution was relevant to the product or service.
It was a brain challenge, promoted by a Stuntbrain, stimulating students to think, and to win a year of free education.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We personalised the “Dare to think” mentality in a mascotte, called Stuntbrain. Stuntbrain challenged youngsters with 4 physical installations. 1. recognise a song by seeing blinking lights 2. Search the source of a live streaming audio feed 3. Find the missing word in a huge crossword puzzle 4. Find the connection between 5 video fragments Every challenge was announced on radio, and through social media. The first to give the right answers on the website competed against each other in one of the most famous radio shows on the most popular radio station targeting 15 to 25 year olds.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
At the end of the campaign 70% of our target group (16 to 21) knew about Stuntbrain. Almost 9% actively participated. Youngster talked about the competition on Facebook, Twitter and Netlog. Participants even shared tips and even exchanged answers.